Persuasion in marketing for consumer acceptance of edible insect-based foods: exploring past, current trends and future directions

Abstract

Purpose This paper systematically reviews how marketing persuasion strategies are used to overcome barriers and strengthen drivers of consumer acceptance of edible insect-based foods, particularly in Western markets. Design/methodology/approach Using PRISMA guidelines, a systematic search of Scopus and ScienceDirect from January 2010 up to September 2025 identified 81 studies on edible insect foods, which were synthesised through descriptive and thematic analysis. Findings Persuasion is most effective when strategies are bundled and targeted rather than applied in isolation. Combinations of emotional storytelling, familiar formats, experiential tastings and clear health and sustainability information help reduce disgust and neophobia and increase perceived value, while neuromarketing, packaging and semantic design as well as multi-stakeholder coalitions can further support acceptance. However, the literature is dominated by cross-sectional surveys in Western settings, with limited longitudinal or real-market experimentation. Research limitations/implications The review is restricted to English-language studies; the methodological diversity of the evidence, while strengthening the reliability of findings that recur across designs, precluded meta-analysis; and no formal quality appraisal or inter-rater reliability statistics were computed. These constraints call for multi-method, cross-cultural and longitudinal research that tests bundled persuasion strategies in real food environments. Practical implications The synthesis provides managers and policy makers with a structured toolkit to design ethically transparent campaigns that combine product reformulation, sensory and semantic framing, social influence and policy nudges to support the gradual mainstreaming of insect-based foods. Originality/value To the best of our knowledge, this is the first PRISMA-guided systematic literature review to jointly map consumer barriers and drivers alongside marketing persuasion, neuromarketing and sensory-semantic strategies in the context of edible insect-based foods. We produce a conditional framework (what works, for whom, and in which context) and a research agenda for sustainable protein transitions. This study extends and complements prior reviews by Onwezen et al. (2021) and van Huis and Rumpold (2023) by applying structured eligibility criteria, systematic thematic coding, and a persuasion-specific analytical lens.